With the hordes of digital marketing channels available, it’s hard for a business owner to keep up with the latest trends online. Unless you’re actively engaged in multiple channels and constantly keeping up to date with the latest tools online, it’s almost impossible to keep up and properly manage your business. In addition, there are a number of entities online trying to push their own agenda through what appears to be unbiased advice. You can never define the perfect solution just through research because digital marketing isn’t a one-size-fits-all product. In fact, it’s built up of a whole bunch of different marketing channels which join forces to create a complete online presence. Today, there are hundreds of channels for you to promote your business on the internet including:
- Google AdWords
- Search engine optimisation
- Content Marketing
- YouTube Advertising
- Remarketing Campaigns
- Display Advertising
- Email Marketing
- The list goes on…..
With all of these options, it’s best to focus on doing a handful really well rather than spreading your budget thinly across a wide range of channels. With this in mind, we created our list of 3 digital marketing channels that we find produce universally positive results for our clients.
Pay-per-click marketing is nothing new. Google AdWords is the world’s largest PPC marketing channel, making up 96% of Google’s total revenue (2012 data). AdWords is incredibly popular, and for good reason. AdWords succeeds on a number of levels including:
- Level of insight into the success of your campaigns
- Real-time reporting and customisation of campaigns
- Users find your website when they are actively searching and motivated for your products.
- Tracking of conversions on your website to see return on investment for your marketing budget.
- Geographic targeting means that only people who you want will see your ads.
A well-managed Google AdWords campaign is our #1 performing marketing product for the majority of clients. However, your business may benefit more from one of the other major channels.
Search Engine Optimisation
Similar to Google AdWords, SEO puts your website infront of people already motivated and searching for products and services like yours. The difference however, is that with SEO you don’t pay-per-click, you instead pay for a digital marketing consultant to optimise your website to rank well in the Google search results. One important thing to note is that, unless you’re already ranking really well online, it may take a series of weeks or months to see a big impact on your business. The way to see SEO is as longer term investment in your business. We can still gain a lot of insight into your return on investment through conversion tracking and analytics reports.
Although YouTube Advertising may seem to be a bit of a left-field suggestion, it offers very unique benefits to its advertisers. YouTube is a great way to build brand awareness for a product or service that might not necessarily have the search traffic volumes you’re hoping for. YouTube is the second largest search engine, and as such, it has a diverse range of users with a number of characteristics that can be targeted. You can target users based on interests, ages, gender and location. Making it highly effective at getting your brand, story and products in front of the right people. Another great feature of YouTube Advertising is the ability to retarget users who have already visited your website. Imagine being able to show your TV commercial to people who have already look at your product but not yet made a purchase. Showing your advertising to them again might just be the push that they need to make a purchase. Similar to SEO and AdWords, we can track conversions and click-through-rates on ads. This gives us a great amount of flexibilty and control when optimising your campaign for maximum ROI.
Why we haven’t included Social Media
Social media as a marketing channel, isn’t right for every business. While many people see great success out of things like Instagram and Facebook, we simply couldn’t recommend it for every business. The reason for this, is that, when a person is on social media they are there for entertainment and leisure. We find that displaying advertising to these users is invasive rather than attractive like our other marketing channels. With social media highly saturated in commercial messages, people have learned to tune these out and just focus on content from friends and family.
Our philosophy is that social media is much more effective for customer retention and loyalty. Getting current customers to follow you on a social media channels such as Facebook may be a way to keep your business in the forefront of their mind or prompt them to make another purchase.
How to Get Started with Digital Marketing
If you don’t have very much experience in online marketing channels, we recommend that you talk to an agency to get professional guidance. Each business is unique and we are able to start you off in the right direction. An agency-optimised campaign will see higher return on investment, as well as freeing you up to work on your business rather than spending your time obsessing and analysing your campaigns – leave that to us! To get started, contact us now.